Numeral names add up to cents and sensibility

Nation's Restaurant News, Jan 8, 1996 by Suzanne Kapner

There is something about the appearance of numerals in a restaurant's name that lends a certain chicness, an air of cool exclusivity and images of dashing men and women sipping extra dry martinis.

Perhaps it's a legacy of The `21' Club. Surely no other establishment has done more for a number's image.

I recently received an invitation to the opening of a club in Manhattan, Bar 21, located at 48 W. 21 St. It may have adopted the coveted numeral, but that is where the similarity stops. The oversized bouncer gripping a guest list at the door bears little resemblance to Jerry Berns, the onetime, one-man welcoming committee at the legendary dining establishment.

After visiting onother numerically titled operation in New York, bar 89 at 89 Mercer St., I began compiling a list of famous and little-known restaurants that identify themselves with digits.

The list, culled from general knowledge and restaurant guides, is limited to the Mid-Atlantic states, as this is a regional column. I apologize for any I might have overlooked.

Some, like Top of the Sixes at 666 Fifth Ave., still evoke glamorous evenings of dining and dancing. Others, newer to the scene, are full of puckish charm, like Mad.61 in Barney's at 10 E. 61 St. The brilliance of some lies in their simplicity -- 9 Jones St. at 9 Jones St. in Manhattan or 95 School Street at, of course, 95 School St. in Bridgehampton, N.Y.

Aside from the obvious replication of address, some numerical names disguise a hidden meaning, some are humorous and others are just plain nonsensical.

Cafe 9 is located at 110 St. Marks Pl. in New York. What's the connection?

"The original owners no longer own the place, so no one really knows the answer to the No. 9 mystery," the restaurant's manager said.

The restaurant 3 Gringos at 5624 Fulton Drive, N.W., in Canton, Ohio, has a more reasonable explanation.

"It was started by Mom, Dad and Sister," owner Don Jones explained. "We're all Irish. Gringo is Mexican slang for [North Americans]. So they thought it would be cute."

Despite the well-heeled location of Fifty-seven Fifty-seven inside The Four Seasons Hotel in Manhattan, the use of digits at this establishment is a bit redundant. It seems that at this restaurant, located at 57 E. 57 St., the numerals meet themselves coming and going. Just in case a patron forgets the address, he can call for directions. The number? It's 758:-5757. Don't they know less is more?

Lock 24 Restaurant in Elkton, Ohio, appears to have no relation to its address at 42087 Rte. 154. When questioned, an employee explained that the remains of Lock 24 are decomposing in the Sandy & Beaver Canal, which runs past the restaurant's rear.

Sometimes numerals are necessary to distinguish one location from the next. Tatany 52, at 250 E. 52 St. in Manhattan, shouldn't be confused with the original Tatany at 380 Third Ave.

In other instances the same logic is presumptuous, a case of putting the cart before the horse. There is Barley's Brewing Co., Ale House No. 1 in Columbus, Ohio. But No. 2 is nonexistent.

Then there are the historic references. The well-regarded 1789 Restaurant in Georgetown, located down the street from Georgetown University, has a name that marks three noteworthy events. In that year the great cogs of the federal government began to turn, Georgetown was meorporated as a community and the university was founded.

Rod's 1890's Restaurant at The Madison Hotel in Convent Station, N.J., has a Victoirian-era theme. And the famous Pierce's 1894, in Elmira Heights, N.Y., is named for the date the restaurant was founded.

For those inclined to raise knife and fork in mortal combat with chicken or chops, there is always the military -- as in the 94th Aero Squadron restaurant in Philadelphia, which memorializes a battalion from World War I, and the 56th Fighter Group in Farmingdale, N.Y., which pays tribute to World War II troops.

Sometimes an address says more than a name ever could. If you're looking for pasta with red sauce and patrons in pinstripes, 20 Mott St. at 20 Mott St. in New York's Little Italy is the place.

Piers are an obvious choice for numerals. There are Pier 95 and Pier 44, both on Long Island, N.Y. The words "bar" and "bistro" often are followed by digits as well. In addition to the aforementioned Bar 21 and Bar 89, there is Bistro 89 in Cleveland and Bistros 99 in Sylvania, Ohio.

What is it about Main Street that demands numerals? Perhaps owners don't want to muck up the image of "small-town USA" with an original name of their own. Southampton, N.Y., has 75 Main at 75 Main St., and Milburn, N.J., has one, too, a 40 Main Street at 40 Main St.

Naming a restaurant by number often boosts recognition. Numerals stand out from all those consonants and vowels. Also, naming by address is a smart way to prevent customers from losing their way. But it can be tricky.

Digits can be ornery, sometimes jumping out of place or wandering off. Located at 10018 Fourth Ave. in Brooklyn, N.Y., the restaurant, 101, is short a few.